Afrobeats: A diaspora you can dance to

The beat has gone global. That’s how Sarz, one of Africa’s biggest music producers, defines the essence of Afrobeats, the genre of urban Nigerian pop music that has gone global. With its signature groovy percussion, autotune-heavy vocals, and catchy hooks, Afrobeats is finding audiences far beyond Nigeria’s shores. Stars perform at global music festivals, and American musicians sampling their work have introduced African artists to an ever widening audience—if you’ve heard Wizkid and Tems’s song “Essence” you’ve had a tiny taste of this huge phenomenon. Much of Afrobeats’ growing appeal is driven by Nigeria’s vast diaspora, but beyond that, social media, YouTube, and global streaming sites like Spotify are ensuring that it’s easier than ever to discover—and become a fan of—Nigerian music. Join us on this musical journey. 🐦 [Tweet this!]( 🌐 [View this email on the web]( [Quartz Weekly Obsession] Afrobeats October 19, 2021 “The beat just has to move you.” --------------------------------------------------------------- That’s how Sarz, one of Africa’s biggest music producers, defines the essence of Afrobeats, the genre of urban Nigerian pop music that has gone global. With its signature groovy percussion, autotune-heavy vocals, and catchy hooks, Afrobeats is finding audiences far beyond Nigeria’s shores. Stars perform at global music festivals, and American musicians sampling their work have introduced African artists to an ever widening audience—if you’ve heard Wizkid and Tems’s song “Essence” you’ve had a tiny taste of this huge phenomenon. Much of Afrobeats’ growing appeal is driven by Nigeria’s vast diaspora, but beyond that, social media, YouTube, and global streaming sites like Spotify are ensuring that it’s easier than ever to discover—and become a fan of—Nigerian music. Join us on this musical journey. 🐦 [Tweet this!]( 🌐 [View this email on the web]( By the digits [150:]( African songs that were considered for Beyoncé’s Black is King album [20,000:]( Attendees at AfroRepublik, a music festival headlined by Afrobeats stars Wizkid, Mr Eazi, and Tiwa Savage at the London O2 Arena in May 2018 [12:]( Minutes it took Wizkid to sell out tickets for London’s 20,000 capacity O2 arena in June of 2021 [10,000:]( Fans who turned up in May 2018 for Davido’s concert in Suriname—the smallest country in South America [$44 million:]( Projected music industry revenue in Nigeria in 2023 [103.6:]( Frequency of The Beat FM, a London radio station that is known for its heavy rotation of Afrobeats music Giphy The way 🌍 🎵 Mixing the master tracks --------------------------------------------------------------- Afrobeats is the genre of contemporary African music that anyone outside the continent is most likely to have heard, but that doesn’t mean that all contemporary African music is Afrobeats. Through a wonderful combination of remixes, collaborations, crossover hits, and Nigerian go-getter-ness, the scene and sound has opened doors for many other African artists. Niniola’s chart-topping 2017 hit “[Maradona](” (with a remix featuring DJ Snake) is inspired by South African genre amapiano, but was produced by Sarz—the brainchild behind most of your favorite Afrobeats songs. The viral 2019 hit “[Jerusalema](,” which has close to half a billion views on YouTube, is an afro-house track by South Africa’s Master KG featuring Nomcebo. Award-winning Afrobeats star Burna Boy jumped in on the remix, perfecting perfection. Diamond Platnumz’s 2014 collaboration with Afrobeats star Davido on “[Number One](” is a beautiful blend of bongo-flava and Afrobeats. Mozambique’s highly addictive club banger, “[Yaba Buluku](” from Dj Tarico, is an amapiano song, but has Burna Boy on the remix. In time, purists may become more insistent on their music being called by the right name—whether that’s Kenyan genge, Angolan kuduro, Ivorian coupe decale or South African Afro house—but for now it’s enough that Afrobeats has opened the global musical doors to Africa and all are rushing in. Listed An Afrobeats who's who --------------------------------------------------------------- [Burna Boy:]( Grammy-award winning grandson of Benson Idonije (former manager of the legendary Fela Kuti), known for his dancehall- and reggae-themed hits. [Yemi Alade:]( Nigerian hit-maker, collabo-queen, BET-nominated artist for best international act and brainchild of the cross-over hit, “[Johnny](.” [Wizkid:]( Grammy-award winning star dubbed “Star Boy” is arguably Afrobeats’ biggest global star, and has collaborated with Chris Brown, Future, Trey Songz, and French Montana. [Davido:]( The 2018 winner of the BET award for Best International Act. The 28-year old boasts collaborations with Chris Brown and Meek Mill. [Tiwa Savage:]( Nigeria’s leading female musician and winner of [the Best African Act]( at the 2018 MTV Europe Music Awards. [Sarz:]( The production powerhouse behind a raft of Afrobeats hits from Wizkid, 2face Idibia, and Niniola. Giphy Million-dollar question What about the benjis? --------------------------------------------------------------- Yes, it’s great that Afrobeats musicians are being played across the world, from [Caribbean carnivals](, to [house parties in Sicily](, but short of filling stadiums, where are the benjis? Record label deals, ringback tones (yes, these are a thing), and streaming are the main sources of revenue. Youtube, iTunes, and Spotify are important, but so are homegrown streaming sites including Boomplay, MusicTime, and Kenyan-founded Mdundo—which in 2020 raised [$6 million]( by listing on the Danish Stock Exchange. Given that piracy is a huge issue in local distribution in Nigeria, all these options allow musicians to monetize their fame. Sony, Universal Music Group, and Warner Music Group have a presence and partnerships on the continent. Local record labels also play a role, notably Mavin Records led by legendary hitmaker and producer, Don Jazzy. The first home to Afrobeats greats including Tiwa Savage and Rema, Mavin Records signed a [multimillion dollar deal with Kupanda Holdings]( in 2019. Afrobeats’ relationship with telcos, especially MTN and Glo, is a twofer. Artists are brand ambassadors for the largest telcos in the region, and the revenue they make on ringback tones is considerable—Nigeria’s annual ringback tone market was valued at about [$100 million]( in 2017. Photograph by Eric Helgas, styling by Alex Citrin-Safadi Pod People 🎧 Get more Afrobeats from our Obsession podcast! --------------------------------------------------------------- The Quartz Obsession podcast has everything you love about this email, but in [podcast form](. Check out our Afrobeats episode, and then catch up with [CAPTCHA](, [randomness](, and [cash](. [Click here to listen](, or subscribe on [Spotify](, [Apple](, [Google](, or wherever you get your podcasts. Sponsored by American Express [Listen to the Afrobeats episode]( Quotable “You could argue the global rise of Afrobeats backs up the thesis behind the quote: ‘Content is king, but distribution is queen and she wears the pants.’!” —[Yinka Adegoke](, former Quartz Africa editor, quoting [Jonathan Perelman of Buzzfeed]( Reuters/Akintunde Akinleye Take me down this 🐰 hole Not your mama’s Afrobeat --------------------------------------------------------------- Wait, what? Afrobeat is not the same thing as Afrobeats? Yes, Afrobeat and Afrobeats are two different things. Afrobeat is the big band, jazz afro-funk genre created by Nigerian music legend Fela Kuti back in the 1970s. Fela’s music was often politically charged with a consistent dose of criticism aimed at Nigeria’s military dictators. But his crusade through music proved very costly: He was arrested several times and his mother—a prominent women’s rights activist—[died in 1978]( after an attack by soldiers on Fela’s home. Modern day Afrobeats, however, tends to steer clear of politics. Its groovy beats are laced with lyrics mainly about money, love, and sex. Rather than criticizing government policy, new-school Afrobeats stars are all about getting audiences to dance. Reuters/Caitlin Ochs Pop quiz Which of these are NOT real Afrobeats lyrics? They’re all real!Robbers dey rob dem no see you broda God WinBaby, hop in my MaseratiJohnny give Uche bele. He tok say he wan marry Nene Correct. Incorrect. If your inbox doesn’t support this quiz, find the solution at bottom of email. Brief history [1991:]( Nigerian duo Junior and Pretty release the album, Fufu Flavour, combining rap in pidgin English with a pop beat. [2000:]( Plantashun Boiz’ album Body & Soul: The Beginning finds success in Nigeria with a Nigerian/American R&B/boy-band sound. [2004:]( 2face, a former member of Plantashun Boiz, collaborates with Jamaican dancehall king Beenie Man on a remix of “[Nfana Ibaga](.” [2007:]( DJ Edu’s BBC Destination Africa launches, as the first radio show outside of the continent dedicated to Afrobeats and contemporary African music. [2011:]( Kanye West signs D’Banj to his GOOD Music label. [2013:]( Femi Kuti collaborates with Wizkid on “[Jaiye Jaiye](” marrying Afrobeats and Afrobeat [2013:]( P-Square releases “[Beautiful Onyinye”]( featuring hip-hop legend, Rick Ross. [2014:]( Mavin Records releases “[Dorobucci](,” which quickly becomes iconic for its wide-reading collaboration between Afrobeats stars. [2016:]( Sony Music opens an office in Lagos offices [2016:]( Wizkid becomes the first Nigerian artist to top the US Billboard Hot 100, featured on Drake’s “[One Dance](.” [2016](: Beat FM launches as London’s first radio station fully dedicated to Afrobeats. [2018:]( Universal music opens offices in Lagos, Abidjan, and Cote d’Ivoire. [2019:]( Warner Music group partners with Nigerian record label, Chocolate City. [2019:]( Beyoncé’s Lion King album heralds a new dawn for Afrobeats [2021](: Burna Boy’s Twice as Tall wins Best World Music Album and Wizkid wins Best Music Video for “[Brown Skin Girl](,” Grammys firsts for Afrobeats. Giphy Person of Interest Dj Edu, Afro-boss --------------------------------------------------------------- DJ Edu is the self-proclaimed Afro-boss, but it’s a moniker that he has rightfully earned. Kenyan-born and London-based, his BBC radio show, [Destination Africa](, has been on the airwaves since 2007 making it the first station outside of the continent predominantly dedicated to Afrobeats and other contemporary African genres. Aboard “the Afro-boss airlines,” he’s been the first to exclusively drop club-bangers and chart-topping singles, has interviewed anyone and everyone who is of note in the scene and has remained true in flying the Afrobeats flag. The weekly radio show also plays contemporary music from all over the continent. If something is hot in Comoros, Cote d’Ivoire, Namibia, or Uganda, then you will hear it first on Destination Africa. Unless of course you are in those countries—then you might hear it on your local radio stations. Spotify Listen to this! An Afrobeats playlist --------------------------------------------------------------- Of course, it’s not enough to just read about Afrobeats. Now, take a listen. [Listen to the Quartz Obsession Afrobeats playlist]( Giphy Poll Immediately after reading this email you will: [Click here to vote]( Listen to the Afrobeats playlistLearn some Afrobeats dance moves on TikTokListen to the Obsession podcast 💬 let's talk! In last week’s poll about [CAPTCHA]( 38% of you said that Google better pay you for your work, 37% of you are just glad that your time spent identifying boats and street signs contributed to something useful, and 25% of you said you didn’t care either way. 💌 Sydney wrote in to tell us about a different strategy: “Just want to say—I will intentionally get these wrong, because I don’t like to do work for big tech companies without getting paid. I hope other people do too. No, I will not tell you which of these pictures is a boat, I’m gonna also include that bus.” ✏️ [What did you think of today’s email?](mailto:obsession%2Bfeedback@qz.com?cc=&subject=Thoughts%20about%20Afrobeats%20&body=) 💡 [What should we obsess over next?](mailto:obsession%2Bideas@qz.com?cc=&subject=Obsess%20over%20this%20next.&body=) 🎲 [Show me a random Obsession]( Today’s email was written by [Ciku Kimeria](, edited by [Annaliese Griffin](, and produced by [Jordan Weinstock](. [facebook]([twitter]([external-link]( The correct answer to the quiz is They’re all real!. Enjoying the Quartz Weekly Obsession? [Send this link]( to a friend! Want to advertise in the Quartz Weekly Obsession? Send us an email at ads@qz.com. Not enjoying it? No worries. [Click here]( to unsubscribe. Quartz | 675 Avenue of the Americas, 4th Fl | New York, NY 10011 | United States